cover news reporter Yao Ruipeng
html On February 17, according to the Beacon Professional Edition, the total box office of the 2024 Spring Festival stalls reached 7.844 billion, exceeding the 2021 Spring Festival stalls (7.843 billion), breaking the Spring Festival box office record in Chinese film history. " Hot ", " Speeding Life 2" and "Bear Infested: Reverse Time and Space" are temporarily among the top three box office releases during this year's Spring Festival.Although this year’s Spring Festival release broke the record in film history, there are still many movies that were previously favored by the public and announced their withdrawal from the Spring Festival release. "During the Chinese New Year, many people may be taboo about watching " Let's Shake the Sun Together". If it had changed at another time, the box office performance would have been very good." Many netizens commented that the current Spring Festival schedule has been "occupied" by comedies.
Many movies announced their withdrawal from the Spring Festival schedule
html On the evening of February 16, the movie " Mr. Red Carpet " issued a statement through the producer Huanxi Premiere, announcing that it would withdraw from the Spring Festival schedule and reselect a schedule to meet the audience.stated in a statement that it expressed gratitude to the audience and apologized to the creators and staff, saying, ""Mr. Red Carpet" is a minimalist absurd comedy, a work that becomes complete because of communication with the audience. Thank you. Audiences who have watched this movie also hope that we can meet you at a more appropriate time who is willing to complete this work with us. It is never too late to communicate, let’s chat another time.”
"Mr. Red Carpet" Announcement
The statement did not mention the reason why "Mr. Red Carpet" has withdrawn from the Spring Festival schedule. According to Maoyan Movie Professional Edition, "Mr. Red Carpet" still accounted for 8.5% of the film schedule on the first day of release on February 10, but the proportion of back-scheduled films continued to decline. By February 16, it accounted for only 1.5% of the film schedule. As of 9 o'clock on February 17, the film had a box office of 82 million, ranking last among the five live-action movies. Currently, the film has a Douban score of 6.8, making it the lowest-rated film in the Spring Festival release. Some insiders believe that it is the "unpopular" expression of the film that hinders its performance during the Spring Festival.
The 2023 semi-annual report of Huanxi Media, the main producer of "Mr. Red Carpet", disclosed that the total filming cost of the film was 260 million yuan, and Ning Hao's director's fee was HK$30 million, which was included in the total filming cost. Taking into account marketing expenses and other follow-up expenses, as well as theater box office share, "Mr. Red Carpet"'s box office of less than 100 million yuan is still far from achieving return on investment.
It is worth noting that in addition to "Mr. Red Carpet", there are two other movies this year that have announced their withdrawal from the Spring Festival schedule. The movie "Huang Pi: The God of Wealth" also announced its withdrawal late at night on February 16. Judging from the box office, the film performed poorly after its release, with the latest box office not exceeding one million yuan. "Let's Shake the Sun Together" announced on the evening of February 14 that it would withdraw from this year's Spring Festival schedule and postponed its release to March 30.
Comedy film "occupies" the Spring Festival stalls with high commercial value?
Why do comedies dominate the blockbuster box office rankings during the Spring Festival? This year, comedies account for a high proportion during the Spring Festival. The Spring Festival is the most important traditional festival in my country, and comedies just meet people’s needs for joy and relaxation during this period. Comedy films have a strong audience base. Audiences of different ages and regions are highly receptive to comedy films. Comedy films have high room for innovation in subject matter and expression techniques, and can constantly bring freshness to the audience. .
Ratings of various movies in the Spring Festival
"Comedies may indeed have relatively low cost in terms of time and capital. On the one hand, during the shooting process of comedy films, compared with special effects blockbusters and other types, there are more requirements for scenes, costumes, makeup, etc. Relatively low; on the other hand, its production cycle is shorter than other types of films, which is conducive to rapid entry into the market." Xiang Kai, a young Chinese playwright and director, said that the current film market's favor for comedy films has indeed increased. This is Because comedies have high stability and profitability in terms of market performance.
From the perspective of commercial value, the commercial value of comedy films is indeed relatively high. Comedies have a broad audience base and generally have high attendance and moviegoer numbers. Comedy films have advantages in word-of-mouth communication and can easily arouse heated discussions among audiences, thereby promoting box office growth."The topic of Jia Ling who has disappeared for a year and lost 100 pounds has created a high topic for "Hot and Spicy"." People in the film industry said that comedies have high flexibility in marketing and promotion, and can be promoted through Funny trailers, viral marketing and other means to attract the audience's attention. All these make comedy films highly valuable commercially.
Regarding the overall Chinese film market, the current characteristics and pattern of the Chinese film market are mainly reflected in: recovery and upgrading of both supply and demand, innovation and integration led by technology, and brand differentiation due to intensified competition. “Consumers are becoming more enthusiastic about watching movies, and their requirements for content quality are getting higher and higher. The trend of consumption upgrading is very obvious, and the supply side is actively adopting new technologies, such as virtual shooting, to improve the movie-watching experience, and is also upgrading the industry. So now Most viewers will not buy old titles and new movies." Hong Yong, an expert at China Digital Real Integration Think Tank, said that in the current competitive landscape of the film market, major film and television companies must create brand features and high-quality content to cope with the increasingly fierce competition. Industry competition and consumer demand segmentation.
